Public relations effectiveness in web and social media marketing

PR Web

The Web and related new media offer great potential for both advertising and public relations. Advertising can be increasingly targeted to online viewers, thanks to the budding use of Facebook as a large-scale targeted marketing tool. The Web environment is especially conducive to advertising because of the short attention span needed to view Web ad placements. Social media makes it easier for companies to strategically design and place advertisements so that their target markets will view them: thereby saving precious resources. Even given the power of social media to transform Web advertising, though, the Web environment offers even greater potential for PR work. The preponderance of blog, and the collusion between online media Websites and companies that peddle products and services, make it so that PR edges out advertising in terms of overall marketing effectiveness.

Take the partnership between electronics companies and professional product review Websites such as CNet. Electronics e-zines and portals like CNet are loaded with articles that are basically PR stunts from the companies. Electronics companies, including software engineers, send the staff at CNet new products so that they will be reviewed. Even when the review is less than flattering, the company still receives some publicity. Consumers formerly unfamiliar with the brand or type of product now are, just by reading an article.

Articles are often disguises for PR; blogs even more so. Companies can use blogs to perform their own public relations work. Blogs can be a way for companies to reach out to consumers or present products in ways that are more media-rich and meaningful. Consumers don't just see a brand and a banner ad, but a nuanced discussion of the merits (or demerits) of a particular brand, product, or service. Companies can use online PR as damage control, too. When companies manage their own Web presence, they unleash a wealth of valuable tools that can be used to boost brand equity and solidify brand loyalty. For example, Facebook pages can help fans stay connected to the brand. The use of social media is especially important for products that consumers tend to purchase regularly, such as food and drink. Companies taking advantage of the Web's wealth of public relations tools can take control of their image and reputation. Consumers may also be more likely to believe a blog or a product placement magazine article than a simple advertisement, because such sources are authored and opinionated and may therefore have greater credibility.